A cursory glance at universities, research centres, government bodies and international organisations suffices to note that a great deal of work is being done in promoting gender equality, and in raising awareness about persistent problems such as the gender pay gap and gender disparities in many sectors. This article is intended at zooming in on a problematic issue that can be observed in nearly all of the gender equality initiatives out there. It is also an omnipresent problem, from institutional/localised levels to more influential governmental and supra-national levels.